Advertising is any paid way to encourage audiences of readers, viewers or listeners to take action on products, services and ideas. Advertising covers everything from traditional media such as radio, television, newspapers, magazines, billboards and direct mail to the myriad of online and internet options available (including Google Adwords and social media advertising). The goals of advertising are to:
- Get the customer’s attention and influence behaviour
- Interest the customer in your store, product or service
- Create a desire to buy
- Get the customer to make repeat purchases of your goods or services
It is important that you don’t advertise waste money advertising to people that are not potential customers. By really understanding who your ideal client is, you can ensure that you select the appropriate media for advertising that will best reach your target. In order to do this, your advertisements must gain market Attention, create Interest, generate Desire for the product, and instigate consumer Action. These processes are known as A.I.D.A.
1. Attention
Whichever advertising medium you are using, the most important function an advertisement has is grabbing the attention of your target market. Make sure the advertisement immediately reveals or conceals a common interest and draws an audience in – a successful advertisement will prompt immediate consumer interest and excitement.
2. Interest
The next step, generating interest in the product or service, is created by giving your potential customer benefits. If there are no benefits to the product or service, why bother purchasing? Keep benefits clear and simple, and catered for the target market.
3. Desire
Creating desire for a product or service ultimately determines whether a consumer will seriously consider purchasing the product or service. One way of building desire is by making your offer irresistible. Include benefits and promotions for avid buyers.
4. Action
Last but most important, your sales piece must have a call to action. You must ask your customer to buy. If you have captured their attention, peaked their interest, and created an undeniable desire for the product or service you must now follow through with an incentive to actually buy.
In her blog post – Tip No. 1 – Remember AIDA, Cheryl Hayman explores this concept further.
